Thinks looking good for search marketers but: It’s all about the (mobile) dialogue

A research performed by the Dutch Dialogue Marketing Association shows that things are looking good for search marketers, much more money will be spent on search in 2010. The research shows its all about the dialogue, search and mobile.

The research is a quarterly questionnaire amongst the members of the DDMA. The results give us a nice insights in which direction the marketers believe the industry is going. We can learn and benefit from that.

Lets first take a look at some of the results from the “DM Barometer”:

The money

The marketers believe their area will profit from the financial crisis. Search Marketing will benefit the most. Almost half of the respondents says it will invest in 2010 and look for new acquisitions. 62% of organizations will free up extra budget for search engine marketing in 2010.

44% of them will choose permission based and focuses on dialogue marketing (43%). When it comes to making the money, mobile is the place where half of the respondents feel the money is in 2010.

Not unexpectedly organizations working with performance based marketing are doing the best in the area of financial crises. The budgets are shifting, where in the past print and television were the place where the budget was spent, now its shifting more towards online.

The Dialogue

The research shows clearly that the its the area of the dialogue. A third of the respondents is in dialogue with its customers right now. All of the companies however said its important to get into the dialogue more often and better. Most of them want to do that not just ‘in the hype’ but in a profound way using the life- time value model.

The place to be

The respondents believe Google is the place to be in 2010. After that they think online word-of-mouth, coupons on mobile and the iPhone are areas in which marketers should put their focus.

Social Media

The power of social media in all of this seems evident. The user is the one who decides and calls the shots. The interaction with and the knowledge of your target audience is vital in this. Besides that, social media is a good way of spreading your word.

The Dutch marketer focuses on Linkedin more than Twitter when it comes to usage of online networks. 91% of the Dutch Marketers use Linkedin, while ‘only’ 44% is using Twitter. Only 3,5% of the marketers are not using social media at all.


So what can we learn from all of this? Its evident that the search marketer in the Netherlands focuses on Google. But again there are a few lessons to be learned. The dialogue is becoming more and more important and that dialogue has to be done where the customers are.

The times of thinking you will persuade your potential customers just by making a great website is over. Its not just about optimizing your site anymore, its about optimizing your presences. If your potential client is on Linkedin, use Linkedin, if they are using Twitter, be there. Social Media can be used to interact and to spread the word. You then will be seeing your customers come in from all different places.

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Bas van den Beld

About Bas van den Beld

Bas van den Beld is an award winning Digital Marketing consultant, trainer and speaker. He is the founder of State of Digital and helps companies develop solid marketing strategies.

  • Bas is talking about the DM Barometer. This is a research performed by the DDMA, “Tijdschrift voor Marketing” and OMG/Mailmedia which looks at the numbers and sentiments in the (dialogue)marketing industry every Quarter. If you join in on the research you will get a free copy of the results (in Dutch!) in your mailbox. Sign up here:

  • The article consistenly mentions 2010 in present tense. Old study or a mistake?

    • Hi Lasse, yes, sorry about that, this post was ‘pushed up’. Originally it was posted on 2010-03-30

      There is however a new study for 2011 on the way. I will make sure we will report on that as soon as we can!